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Kuala Lumpur Convention Centre achieves BrandLaureate

Proving the successful combination of Malaysian talent and an international edge, the three-year-old Kuala Lumpur Convention Centre (the Centre) has acquired another feather in its cap with its recent coup of The BrandLaureate Awards 2007-2008 for brand excellence in Product Branding – Convention Centre.

Kualla Lumpur Conference Centre Award
Mr Peter Brokenshire, General Manager (centre) and the Kuala Lumpur Convention Centre’s team celebrate another feather in the three-year old Centre’s cap with The BrandLaureate Awards 2007-2008 for brand excellence in Product Branding – Convention Centre.

The BrandLaureate Awards, also known as the Grammy Awards for Branding, recognises the best brands from Malaysia and the Asia Pacific, covers various industries and categories; from multinationals to government-linked and public-listed companies. Organised by the Asia Pacific Brands Foundation, winners are determined based on a stringent 300-point judging criteria which covers brand strategy, brand culture, brand communication, brand equity and performance.

On the Kuala Lumpur Convention Centre’s win and its efforts in creating a Malaysian brand of international standing, Peter Brokenshire, General Manager, Kuala Lumpur Convention Centre said the Centre’s achievement is a true Malaysian success story.

“Prior to the Centre’s opening in 2005, we essentially started from a zero base in the meetings and exhibitions industry, needing to create awareness of the country, Malaysia, the city, Kuala Lumpur and in turn, the Kuala Lumpur Convention Centre. When approaching regional and international markets, we had to explain our unique selling points, such as a value-for-money destination boasting a friendly multi-cultural society, stable political and economic environment, attractive pre- and post-conference tours, first-world infrastructure, technologically-advanced facilities and professional quality service.

“We also had to quickly build-up a bank of comprehensive information on our unique product including marketing material and collateral as the lead time for many of the markets sometimes required up to 10 years and bids being made for events as far ahead as 2016.”

Continuing, Mr Brokenshire said the key difference for the Kuala Lumpur Convention Centre was, and remains its “Team Malaysia” partnership with Tourism Malaysia, Malaysia Airlines (MAS) and Kuala Lumpur City Hall (DBKL). “Attending trade shows under the ‘Team Malaysia’ umbrella presented a bigger Malaysian brand and indicated ready support from the government and local experts in the field.”

With its strategic location in the heart of the integrated Kuala Lumpur City Centre, the Kuala Lumpur Convention Centre is now achieving far more than it was designed to do. In the year of 2007, the Centre saw an estimated 32 percent growth over 2006 for the total number of events held and an encouraging increase by 26 percent in number of delegates/visitors attending events at the Centre.

“The Kuala Lumpur Convention Centre brand continues to garner recognition as the preferred venue for a host of prominent international, regional and local conventions, exhibitions, corporate functions, meetings, entertainment and banqueting events. Its reputation for technologically-advanced facilities, first-class service, gastronomic offerings and a professional team ensures clients that every event will be a seamless experience. At the Kuala Lumpur Convention Centre, a client’s success is the Centre’s success,” concluded Brokenshire.

Other credits garnered by the Centre to date include TravelWeekly (Asia) Industry Awards 2007’s “Best Exhibition and Convention Centre in Asia” and the prestigious Green Globe Benchmarked status in recognition of the conscientious first steps taken by the Centre towards improving its business and community’s environmental, social and economic performance. These awards add much to the Centre’s increasing credibility as a major player in the global meetings and exhibitions arena.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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